This is part II of our look at Naked Pizza and their Social Media marketing.
I just love the fact that the ownership calls Naked Pizza first and foremost a “Social Media” company.
Naked Pizza went a step further and sent its business plan to billionaire Mark Cuban. He invested in the business and made introductions to other investors, including The Kraft Group, owner of the New England Patriots.
He [Mark Cuban] also began delivering business advice, including one insistent tip: Start using Twitter to promote both the pizza and the mission behind it.
Naked Pizza rented a billboard in New Orleans to announce its Twitter handle. It started tweeting about topical issues involving food, health and policy, as well as special promotional offers. It set up a Facebook page to gather more fans. It began posting videos on YouTubeintroducing viewers to the store, the food and the founders’ desire to change the world through pizza.
“Whether we’re right or wrong, we have an opinion and a perspective, and we put it out there,” says Leach. “That little kick makes all the difference in the world when you aspire to scale.”
By the time they started to offer franchises in October 2009, Naked Pizza had more than $500,000 in annual revenue from a single store–and thousands of online followers around the country.
“Some people have a mission in life, and that’s a very interesting thing to be a part of,” says Augie Ray, senior analyst for social computing at Forrester Research, an independent company that studies the business implications of changing technology. “Naked Pizza wouldn’t be as interesting if [it] just used [social media] to broadcast marketing messages. It’s an organization that’s…engaging people in things they care about, offering a mix of promotional messages within the context of relationship-building.”